程永胜, 徐骁琪, 陈国强. 基于品牌意象的游艇造型设计方法[J]. 中国舰船研究, 2020, 15(5): 63–68, 89. doi: 10.19693/j.issn.1673-3185.01820
引用本文: 程永胜, 徐骁琪, 陈国强. 基于品牌意象的游艇造型设计方法[J]. 中国舰船研究, 2020, 15(5): 63–68, 89. doi: 10.19693/j.issn.1673-3185.01820
CHENG Y S, XU X Q, CHEN G Q. Yacht modeling design method based on brand image[J]. Chinese Journal of Ship Research, 2020, 15(5): 63–68, 89. doi: 10.19693/j.issn.1673-3185.01820
Citation: CHENG Y S, XU X Q, CHEN G Q. Yacht modeling design method based on brand image[J]. Chinese Journal of Ship Research, 2020, 15(5): 63–68, 89. doi: 10.19693/j.issn.1673-3185.01820

基于品牌意象的游艇造型设计方法

Yacht modeling design method based on brand image

  • 摘要:
      目的  为提升游艇企业品牌识别度和竞争力,以感性工学理论为基础,提出一种基于品牌意象的游艇造型设计方法。
      方法  首先,通过德尔菲法和问卷调查法等方法确定产品代表性样本和品牌意象词汇,结合语义差异法构建产品造型空间与品牌意象空间之间的映射关系,得到代表性样本的品牌意象评价数据;然后,运用SPSS数据统计分析方法,对品牌意象评价结果进行数据分析,提取出以“现代”、“创新”、“安全”、“豪华”4个词汇为主要影响游艇造型设计的品牌意象词汇;最后,通过案例实践验证方法的可行性。
      结果  通过定性和定量分析,得出用户品牌意象主观感受和产品造型样本客观形式,以此确定了产品造型空间和品牌意象空间,挖掘出游艇造型设计机会。
      结论  针对游艇品牌意象的研究,有助于游艇造型设计的开发与优化,对游艇企业形成完整、统一的品牌形象具有指导意义。

     

    Abstract:
      Objectives  Based on kansei engineering theory, a yacht modeling design method based on brand image is proposed to improve the yacht company's brand recognition and competitiveness.
      Methods   Firstly, representative samples and brand image vocabularies of yacht products are determined using the Delphi method and questionnaire investigation, and the mapping relationship between the product modeling space and the brand image space are built using the semantic differential method to get a representative sample of brand image evaluation data. Secondly, data analysis of the brand image evaluation results is conducted using SPSS statistical analysis to extract four words; "modern", "innovative", "safe" and "luxury" as the vocabulary mainly influencing yacht design brand image. Finally, the feasibility of these methods are verified through case practice.
      Results   Through qualitative and quantitative analysis, the subjective feelings of users towards the brand image and the objective form of product modeling samples are obtained, so as to determine the product modeling space and brand image space, and explore potential opportunities in yacht modeling design.
      Conclusions   Research into yacht brand image is helpful for designing, developing and optimizing yacht modeling and has guiding value for yacht companies to form a complete and unified brand image.

     

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